Liquor and Gaming Authority of Manitoba – “Know My Limits” Campaign

Background

The Liquor and Gaming Authority of Manitoba wanted 18- to 24-year-olds to think about how and when they drink, by promoting Canada’s national Low-Risk Alcohol Drinking Guidelines.

Following these guidelines helps Canadians reduce the long-term health risks of drinking, as well as the more immediate risks.

The Opportunity

Relish came up with a campaign to communicate the guidelines centred on “It’s not how, it’s how many,” showing young adults imbibing in a silly way.

The campaign encourages young adults to keep track of the number of drinks they consume on a single special occasion and weekly basis, and to understand how much alcohol is contained in a standard drink. Media employed included billboards, transit ads, radio and an online quiz and interactive tool to test users’ drink-pouring talents.

We build results by building relationships.

We are looking for partnerships with companies who desire more meaningful relationships with their brand. Our clients come to us for our creativity, our vision and our values. We maintain relationships as a result of the outcomes of our collaboration.